by Roger Yu, USA TODAY

by Roger Yu, USA TODAY

WASHINGTON, D.C. -- Top executives of several major U.S. media companies reiterated their support for print newspapers, even as they emphasized that content quality matters more in satisfying readers than fretting over distribution platforms.

"We think the experience our readers have first thing in the morning with their cup of coffee is very important," said Patrick Talamantes, CEO of McClatchy, owner of 30 newspapers, during a panel discussion at the 2103 convention of the American Society of News Editors.

Responding to a question, Talamantes said there's a "zero percent" possibility in the next five years of cutting back or eliminating daily publishing at any of McClatchy's 30 daily newspapers. But he said the company will have to be "rigorous and tough" on costs.

Other executives on the panel -- Gracia Martore, CEO of Gannett (publisher of USA TODAY); Mark Thompson, CEO of The New York Times Co.; and Katharine Weymouth, publisher of The Washington Post -- also downplayed the strategy of reducing print schedules in pursuit of profitability, as some companies have tried.

Martore said that the fast-changing natures of the news industry and of technology make forecasting difficult. "The downside of cutting (down on) days or other models is that you're getting people out of their habit," she said. "I can't predict (the publishing strategy). Five years ago, there wasn't a tablet. I feel highly confident we're going to have a printed product."

But the panel also said that readers -- young and old -- are flocking to their digital properties and that future investments and news assignment priorities will reflect that trend.

Martore said that USA TODAY's newsroom has shifted from the print-first mind-set and that its new publisher and editor have pushed reporters to file in real time online and update as the story develops. "It's not the same newsroom we had five, 10 years ago," she said. "Print serves a role, but digital platforms are increasingly important. We've got to get off worrying about platforms."

Responding to criticism that news executives are slow to change, the panel highlighted the influx of more technology in storytelling and the incorporation of graphics, data and videos into their websites and mobile apps.

"I think we were slow to change," Weymouth said, adding that The Washington Post has fostered "a real partnership" between IT engineers and journalists. "We had a great business model and were hoping that it wouldn't go away. But it went away."

Customers' greater willingness to pay for digital content -- as evidenced by successful deployment of "paywalls" for full access at websites of newspapers of all sizes in the U.S. -- also drives publishing strategies, they said.

Thompson said that detail in execution, customer research and marketing are crucial when asking customers to pay for news content online. "What does it feel like if you were a user," he said, in urging publishers to improve payment systems. "Be very straightforward. Don't be afraid to say we're asking them to pay."

He also frowned at the word "paywall," saying it denotes separation and lack of access. "Don't call it a wall. You're either behind the wall or outside the wall."

The panel also said that daily metro newspapers creating more localized news and cementing their reputations by improving what they already cover best will drive the product differentiation needed to retain paying customers.

Gannett has focused on articulating "the value of local content" and strengthening it for readers, Martore said. The Des Moines Register has made its mark on covering local politics, while The Coloradoan in Fort Collins focuses on outdoor life. "We looked at what was important to the community," she said.

While The Washington Post has considered -- and been urged by media analysts -- to cover stories and distribute nationally, the company "couldn't figure out a way to do that economically in print," Weymouth said. She said the website draws traffic from around the world, but its focus remains covering Washington.

"You have to think about what you do best. They expect us to explain Washington. It's not about trying to be elite," she said.

Meanwhile, The New York Times continues to push internationally, separating itself from rivals with more foreign correspondents and by rebranding the International Herald Tribune as the International New York Times. "Having a physical paper strengthens your international push," Thompson said.

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